Is TLG cashing-in on the AFOL and collectors marketshare, quicker than their
manufacturing QC can keep pace? Arguably, it's LEGO itself creating the space
or new marketplace, so maybe the behemoth in their push to expand in that direction,
just hasn't factored it yet?
Just some thoughts
Flip the equation around . . .
How much are people willing to pay for higher quality? Are AFOL's/Collectors
quality expectations in line with their cost expectations?
AFOLs/Collectors want every part to be perfect; printing, color consistency,
stickers, etc. My 5-year-old granddaughter cares about how easy it is to put
together and can she use her imagination to play with all her Leo sets together.
Lego is trying to produce an affordable quality product for a wide age range
and varied expectations on a common set of equipment.
If Lego ups the quality bar to meet the expectations of AFOLs prices will have
to increase. Higher prices will cut them out of a large portion of their youth
market.
The youth market is key to Lego's long-term success. Hook them as kids and
they will be customers for life.
I would question whether a portion of the secondary market is the real problem.
Seller's hiding behind the facade of an AFOL/Collector looking for the perfect
rare or ultra rare Lego so they can flip it for an unrealistic price. They get
a part/set with a minor factory blemish or misprint then make sure everyone knows
they've been wronged. To them the issue is the belief it will impact their
pocketbook.
A true AFOL/Collector knows there are variations in the parts, printing etc.
Adding the set to their collection then sharing the intricacies of the set with
their fellow AFOLs/Collectors, family and friends is where they get their pleasure.
As I write this, I realize there is another segment that could be contributing
to a perceived quality problem. Collectors of a specific theme (Star Wars, Harry
Potter, Disney, Super Heroes, etc.) with a secondary interest in Lego but a desire
to have all the toys associated with their theme of interest. They'll spend
whatever it takes to complete their collection and don't understand the realities
of the Lego production process.
USA, Washington
